Web 2.0, The Social Web (version 2) This presentation was prepared for the Digital Marketing Certificate in Miami, by ITESM. September 2011

1. The Social Web Version 2
The Social cc nContacto ‐ 2011
Web

2. • Father of two boys
• Evangelist of business models based on
collaboration and social networking.
• Chief Officer of nContacto
• Expert on Enterprise Communities of
Practice
• WW Compliance Manager in the business
Follow Me: of Printing Systems Management at HP
pplopez.net • Former CFO and Controller for Hewlett
twitter.com/pplopez
Packard Venezuela.
www.inkedin.com/in/joseluislopez
facebook.com/jose.luis.lopez.mota • Chemical Engineer (ITESO, Guadalajara)
plus.google.com/105780040815942510229 • MBA in Finance (ITESM, Guadalajara)
friendfeed.com/pplopez
pplopez.tumblr.com
• Experienced educator
pplopez.posterous.com • President of the Houston Chapter of the
stumbleupon.com/stumbler/PePeLopez Mexican Talent Network
delicious.com/pplopez
www.slideshare.net/pplopez
• Co‐founder of the Alumni Association
PP_Lopez ITESM in Houston (Ex‐A‐Tecs)
The Social
Web Who I am?

3. I. What is Web
2.0 ?
II. Principles of
Web 2.0
III. Old Good
Days
IV. Understanding
effects of Web
2.0
The Social
Web Topics

4. “Web 1.0 was
Commerce
Web 2.0 is
People”
‐ Ross Mayfield
The Social
Web I. What is Web 2.0?

5. WWW was Web 2.0
born! Conference
Linkedin Facebook
Google
Twitter
1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010
1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011
sixdegrees
Friendster
Mosaic (Netscape) Yahoo!
MySpace
.com Bubble
Source: Wikipedia
The Social
Web History

6. Source: Wikipedia
The Social
Web Increased scale of users and content….

7. Technology
• Cheap hardware &
• Higher computing power
• Mobility, connected devices
Technology increases the speed
and force of social change
Social
Computing
Social forces shape technology
development and custom applications
Social change
• Aging consumers: look to technology to support
families and communities
• Younger generations: pioneer the use of personal
networks and viral communication
Source: Forrester
The Social 7
Web Convergence of Technology and People

8. Characteristics Web 1.0 Web 2.0
Mode Read Write and contribute
Content created by Web coders Everyone
Primary unit of content Page Post and record
State Static Dynamic, application‐like
RSS readers, web browsers,
Viewed through Web browser
Apps
Architecture Client‐server Web services
Domain of Geeks Amateurs
Web 2.0 attributes differ from those of traditional web apps in numerous ways
The Social
Web What’s Changed

9. Need Human 1.0 Web 1.0 Web 2.0
Many to many Live Conversation Bulletin Boards Discussion Forums
communication
One to many Journals, Personal Personal websites Blogs
communication Diary
Collaboration Message Board Hyperlinks Wikies
Taxonomy Post‐it, papers tags Bookmarks Tags
Broad Live Conferences Video conferences Webinars
Communication
News, Newsletter, Email distribution Web Syndication
Notifications Memorandums
Text, Books, Manuals, Website, Shared files, Social Networks,
Documentation Magazines email Communities
The Social
Web The Web Evolution

10. The Social
Web Social Technologies Landscape

11. Social • Communication
Networking
• Knowledge
Social Media Transfer
Social • Reputation
Relevance
Social • Operational Value
Collaboration
The Social
Web Social Technologies by Purpose

12. The Social
Web Social Technologies by Category

13. The Social
Web Social Technologies by Kind of Conversation

14. Connected Organizations
Web 1.0
• Millions
Connected People
Web 2.0
• 6 Billion
Connected Devices
Web 3.0
• 100 Billion
Connected Intelligences
Web 4.0
• 1 Trillion
The Social
Web The Impact of Technology

15. Web 1.0 Web 2.0
The Social
Web

16. The Social
Web II. Principles of Web 2.0

17. • Not what
customer wants
but why they
want
• A problem
solving approach
• Simple Solutions
www.mint.com “There are no products, only solutions”
The Social
Web No Product but Services

18. • Every individual is unique
• Some people want to be
different
• Allow him to choose instead
of forcing him to use what
you have made
www.ning.com Make him feel home
The Social
Web Customization

19. • Reach out to the entire web
• To the long tail and not the
just the head
• Customer‐self service
www.netflix.com Put everything there
The Social
Web Focus on the “Long Tail”

20. • Open systems
• Network effects from
user contribution
• Systems designed to
encourage
participation
www.kickstarter.com It requires radical experiment in trust
The Social
Web Harnessing Collective Intelligence

21. • Applications
backed by a
specialized
database
• Database
management
is a core
competency
www.foursquare.com “Infoware” rather than merely “software”
The Social
Web Specialized Database

22. • Control over data led
to market control
• Sustainable
competitive advantage
to the company
• Data sources can be
expensive; increasing
returns via network
effects
www.flickr.com Race is to own certain classes of core data
The Social
Web Who owns the data

23. • “Release Early, release Often”
• Daily operations must
become a core competency
• Real time monitoring of user
behavior
www.docs.google.com “Perpetual BETA”
The Social
Web End of the Software Release Cycle

24. • The PC is no longer the only access
device for internet applications
•
• Application designed to integrate
services across handheld devices,
PCs, and internet servers
www.evernote.com Anyplace, anywhere, anytime
The Social
Web Software above the level of a Single Device

25. The Social
Web III. Old Good Days!

26. Old Good Days!
The Social
Web

27. Once upon a time…
The Social
Web

28. People
The Social
Web

29. Share
Express
The Social
Web

30. Trust
Recommendations
The Social
Web

31. Meet people
Match making
The Social
Web

32. Reputation Management
Analytics
Social CRM
The Social
Web

33. Skype
VOIP
The Social
Web

34. Email
Wall
posting
The Social
Web

35. SMS
Micro‐blogging
The Social
Web

36. Discussion Forums
The Social
Web
Chats

37. One‐to‐one
commerce
CRM
Customer
Communities
Shopping
Ranking
The Social
Web

38. Affiliation
communities
Location based
marketing
Customer
feedback
The Social
Web

39. Ecommerce
shopping
Personalized
shopping
experience
Reccomend
ations
The Social
Web

40. Multi‐player
gaming
Social games
Fan driven
communities
The Social
Web

41. Internet
Radio
Music
streaming
Music
sharing
The Social
Web

42. Photo sharing
Video sharing
The Social
Web

43. Facebook Pages
Google+ Circles
My Space Pages
The Social
Web

44. Twitter campaigns
The Social Text chains
Web

45. Wikis
Anonymous email
The Social
Web
External boards / UseNet

46. The Social
Web

47. The Social
Web

48. The Social
Web IV. Understanding Effects of Web 2.0

49. “You are better off
You do not need to
understanding Human 1.0 –
understand the Web 2.0
not as individuals, but as
technologies
hyper‐social creatures"
The Social
Web To understand how to do business in a 2.0 world…

50. The Social
Web It’s more about the people than the technology

51. The Social
Web Connect & Communicate

52. The Social
Web What’s happen?

53. Source: The Hyper‐Social Organization – F. Gossieaux & E. Moran
The Social
Web Human 1.0 Hyper‐Social Traits

54. A reflex that allows us to be the only
super‐social species without all being
brothers and sisters
Emma Stone, Octavia Spencer and Viola Davis star in "The Help"
The Social
Web 1. Reciprocity

55. Evaluating things vs. market framework
The Social
Web 2. Social Framework

56. The role of fairness and punishment
The Social
Web 3. Fairness

57. The importance of looking cool and
imitating others
The Social
Web 4. Mimicking Others

58. We like to gather
The Social
Web 5. Herding and Self‐herding

59. Status and reputation matters
The Social
Web 6. Meritocracy

60. Source: The Hyper‐Social Organization – F. Gossieaux & E. Moran
The Social
Web Hyper‐Social companies think differently

61. We need to find groups of
people who have something in
common based on their
behavior, not their market
characteristics
The Social
Web Tribes – Not Market Segments

62. The most important
conversations in
communities happen in
networks of people, not
between the company and
the community.
The Social
Web Knowledge network – not information channel

63. The human has to
be at the center of
everything you do,
not the company
The Social
Web Human‐centricity – not Company‐centricity

64. People will want to see
responses to their
suggestions, even if it
does not fit your
community goals, FAST
The Social
Web Emergent messiness – not hierarchical fixed processes

65. Running traditional programs
using social media platforms
Running programs based on
human reciprocity and social
contracts to get others
The Social
Web Turning a business process into a social process

66. The Social
Web References

67. Web 2.0: A Strategy Guide Enterprise 2.0
Amy Shuen Andrew McAffe
The Long Tail Here Comes Everybody
Chris Anderson Clay Shirky
Search The Wisdom of Crowds
John Battelle James Surowiecki
Wikinomics Blink
Don Tascott Malcolm Gladwell
The Clue Train Manifesto The Hyper‐Social Organization
Levine, Locke, et al Francois Gossieaux & Ed Moran
The Social
Web Bibliography

68. Mashable Read Write Web
mashable.com www.readwriteweb.com
Lifehacker Social Software News
lifehacker.com www.topix.net/business/social‐software
Gizmodo The FAST Forward Blog
gizmodo.com www.fastforwardblog.com
Cnet Webware Chris Brogan
news.cnet.com/webware www.chrisbrogan.com
Robin Good Content Management Connection
www.masternewmedia.org blog.contentmanagementconnection.com
The Social
Web Bloggraphy

69. • Web 2.0 – The Social Web (this presentation!)
– http://www.slideshare.net/PPLopez/web‐20‐the‐social‐web‐6806313
• What is Web 2.0
– www.slideshare.net/adunne/what‐is‐web‐20‐157107
• Web 2.0 Tools to inspire
– www.slideshare.net/tippydawn/web‐20‐tools‐to‐inspire
• Web 2.0
– www.slideshare.net/kikollan/an‐introduction‐to‐web‐20‐the‐user‐role
• An introduction to Web 2.0
– www.slideshare.net/kikollan/an‐introduction‐to‐web‐20‐the‐user‐role
• Webinar: The Hyper‐Social Organization
– www.slideshare.net/AwarenessLIVE/webinar‐the‐hypersocial‐organization
The Social
Web Slidegraphy

70. www.pplopez.net
The Social
Web Follow Me!

71. www.ncontacto.com
The Social
Web Thanks!

72. The Social
Web Back Up Material

73. The Social
Web The long tail

74. 100
90
80
70
Sales ($)
60
50
40
30
20
10
0
0 10 20 30 40 50 60 70 80 90 100
Products
A powerlaw
The Social
Web Understanding the Long Tail.

75. The Social
Web Where are they all going?

76. The Social
Web An example of the Long Tail